From Vague Referral to Qualified Lead
Sequence discovery questions so a design referral reveals situation, problem, implication, and payoff.
Referral call The lead is warm but vague. You need to qualify without sounding like an interrogation. The wrong first question turns a business-development call into free design shopping. SPIN Situation -> Problem -> Implication -> Need-payoff Move from facts to friction to consequence to value. The client should leave clearer about why the project matters. jump Ask style and budget first, then pitch The right next step becomes obvious. Qualifying is not pushing; it is helping the buyer understand their own situation. 01 Facts 02 Cost 03 Payoff Open with facts Situation
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